This document provides numerical benchmarks for Australian government brands and politicians on Facebook in September 2013. It shows the average weekly engagement figures and engagement rates for different industries and government entities. It also lists the top performing government brands and campaigns as well as the top 10 politicians by number of Facebook fans. The Queensland Police Service had the most engaged fans and most fans of any government brand.

1. Insights for government
communicators and others

2. These summaries show numerical benchmarks for
Australian Government brands and politicians
on Facebook in Sep 2013

3. Collection dates
2, 9, 16, 23 and 30 Sep 2013
Fans
Av of collected fans (likes) on each date
Engagement
figure
Av weekly figure of people talking about a brand
Engagement rate
Engagement figure divided by number of fans
Share of
engagement
% of industry conversation attributed to a brand

5. #1
Politics
20.9%
#8
Government
4.43%

6. #1
TV shows
10 167 365 fans
#19
Government
1 240 671 fans

7. Top government brands
Most fans:
Queensland Police Service
Most engaged with fans:
Queensland Police Service
Top 3 Commonwealth brands:
Australian Army
Institute of Sport
Immigration & Border Protection
Top 3 government campaigns:
Binge drinking
Respect and relationships
Organ and tissue donations

9. 10 Top Politicians
Tony Abbott
253 829 fans
Liberal Party
198 798
Julia Gillard
179 646
Labor Party
156 332
Keven Rudd/Labor 124 047
Greens
84 454
Malcolm Turnbull
30 341
Rudd for PM
13 047
Christine Milne
8564
Ed Husic MP
7283

12. 0401 063 387
bobcraw@webone.com.au
bobcraw